27 Apr 2024
Antler, the British travel brand, is proud to announce the launch of its new luggage collection. The Icon Collection declares a new moment for travel and with it, a new chapter in this iconic brand’s storied legacy.
Merging timeless design with unmatched durability, the Icon Collection caters to the evolving needs and changing behaviours of modern-day travel. Brand and product expertise come together, introducing three distinct silhouettes: the Icon Stripe suitcase, the Soft Stripe suitcase, and Discovery backpack. As the latest instalment in Antler’s brand reimagination, the new collection celebrates 110 years of excellence, quality, and innovation in travel.
Crafted for those who travel often, Antler’s new collection heroes the iconic and individual in every journey. The new Icon Stripe silhouette sees the launch of the biggest carry-on, a new size within the brand’s product portfolio and the official biggest cabin in the market, reaffirming Antler’s leadership in hard side luggage. Simultaneously, the heritage brand pioneers purposeful travel by launching the lightest and most sustainable soft-shell suitcase in the market, the Icon Soft Stripe, setting a new standard for innovation in soft side luggage.
Antler’s core brand pillars embody longevity and ownership. Anchored in a design ethos that favours timeless aesthetics over fleeting trends, the ‘Antler stripe’ serves as an authentic design code that carries through the collection. The brand’s unwavering commitment to crafting quality luggage that lasts a lifetime is reflected in the best-in-class materials, vigorous testing and engineering, and a lifetime warranty on all suitcases – all at an attainable price point and backed by 110 years of travel expertise.
Antler’s new Icon Collection is the first to launch under the brand’s new leadership of Managing Director Kirsty Glenne, who took the reins in May 2022. The rebrand introduced a new elevated aesthetic and refined global brand platform for the brand.
In homage to the brand’s origins, the harmonious colour palette draws inspiration from the rich tapestry of Britain. The tonal terrain of the British Isles finds new expression in Antler Green, black and taupe – a trio that form Antler’s core colours. Vibrant hues of purple and pink from the enchanting Yorkshire Moors provide a complimentary counterpoint. This visual representation invites every voyager to carry a piece of these landscapes, serving as a poignant connection to the scenery that has inspired Antler’s legacy.
Antler’s new signature hard side suitcase. The Icon Stripe embodies elevated functionality centred on the fundamentals of modern travel. Time-tested and future- proofed, the Icon Stripe reimagines features, such as ‘the Antler stripe’, that have long symbolised Antler’s heritage and commitment to quality. Meticulously engineered using 20% recycled polycarbonate and 100% recycled interior lining, this hardcase reflects a sustainable outlook without compromising on durability and longevity. The Icon Stripe features best-in-class silent glide 360 spinner wheels and Antler’s bespoke comfort grip handle for the smoothest experience. Available in sizes standard cabin to large, the Icon Stripe introduces Antler’s new Biggest cabin size into its collection, the biggest cabin size suitcase on the market.
Meet Antler’s lightest suitcase yet. The Icon Soft Stripe suitcase achieves maximum capacity with minimal weight using 100% recycled fabrics inside and out. Crafted with patent-pending engineered construction and expandable design, this soft shell suitcase blends responsibility and functionality, bringing new meaning to travel with a purpose. Designed with deep, spacious compartments and internal pockets, the Soft Stripe lets you pack more in without the worry of weight. Experience travel’s lighter side.
From daily commutes to weekend excursions, the Discovery Backpack is designed for those embracing flexibility and mobility. This modern, multipurpose bag is equally suited to work, play and everything in between. Its enhanced design features lightweight and durable 100% recycled polyester, strengthened with twisted ripstop reinforcement. Featuring functional design to simplify storage, find a water bottle holder, internal dividers and a protective pocket for 16.5” laptops. The 10mm exterior contrasting coloured cord brings extra back storage with a flair of individuality.
Introducing an extended range of travel accessories, designed in concert with Antler’s iconic luggage. The new collection of luggage covers, tags, straps and packing cubes in an integral part of a holistic travel system, transforming luggage into a form of self-expression. Available in matching and accent colours, these eye-catching accessories make luggage easier to spot on the conveyor belt, serving as identifiers and protectors of Antler suitcases during storage and transit. New Luggage Covers are available in two sizes and crafted from a premium stretch fabric to fit an assortment of cases.
The new Icon Collection launched on 15th April 2024 and is now available to shop at Antler.co.uk.
